Scenario 15-4
General Mills brand breakfast cereals face strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats.Still, General Mills brands like Wheaties and Cheerios maintain a strong share of the market.As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but it must gain retailer support for these brands as well.Its market research shows that some consumers are very loyal to certain brands of cereal, but most consumers show some level of variety-seeking behavior in this product category.As a result, General Mills is constantly examining different sales promotion tools to stimulate consumers to consider its brands when shopping for breakfast cereal.
-(Scenario 15-4) General Mills inserts a sheet of coupons in Sunday newspapers in major markets.This is a form of ____ sales promotion.

Question

Quizplus · Accepted Answer

The insertion of coupons in Sunday newspapers targets the end consumers directly, making it a form of consumer-market sales promotion. In-store promotions are typically focused on the point of purchase or within the store, such as displays, samples, or demonstrations. Trade-market promotions target retailers or distributors, and bill-back promotions involve a manufacturer reimbursing a retailer for a portion of the cost of advertising or promoting the product.

Scenario 15-4 General Mills Brand Breakfast Cereals Face Strong Competition in the in the Dry